While every brand tries to put their Super Bowl spot in front of millions, we invited millions to be in our spot.
For Super Bowl 2024, Taco Bell didn’t follow the usual playbook. No celebrity-packed commercials. No overdone storylines. Instead, we asked: “What if the most powerful marketing we could do wasn’t about featuring a star, but about celebrating the people who already live the brand every day?”
Enter the Live Más Drive-Thru Cam, a coast-to-coast, real-world activation that turned Taco Bell’s drive-thrus into dynamic content studios and transformed everyday fans into Super Bowl stars.
Built on the insight that Taco Bell’s fans don’t just like the brand, they live it, Biite helped concept and execute a fan-powered campaign that redefined what a Super Bowl ad could be. The Live Más Drive-Thru Cam toured major cities across the U.S., inviting fans to step up, shout out, and show the world what “Living Más” meant to them. Their energy became the campaign. Their voices became the creative. And their faces became the centerpiece of Taco Bell’s Super Bowl spot.
Even Taco Bell’s celebrity friends, LeBron James and Doja Cat, got in on the action - trying (and failing) to crash the campaign, a playful nod that subverted the very idea of a celebrity-led ad.
To maximize cultural reach, Biite and Taco Bell built a layered media strategy. We teased the campaign during key playoff moments, launched content across TikTok with a first-of-its-kind paid creative, and rolled out a high-volume, Gen Z–oriented social push. The media plan prioritized participation - letting fans drive the message, not just consume it.
The Live Más Drive-Thru Cam helped shift perception of Taco Bell as more than a late-night fix — repositioning the brand as an all-day cultural player and reintroducing “Live Más” as a mantra for individuality, not just indulgence.
It didn’t just break through the clutter of Super Bowl advertising. It flipped the genre. Turning what’s traditionally a 30-second monologue from brands into a national stage for fan expression. And in doing so, it redefined what participation marketing can look like at the highest level of visibility.
